The most direct marketing possible

The Cadence blog has delved into the depths of technology and the downloading of human mind, but after continuous shouts in the office of “Sam you will never merge your consciousness with AI” it is time to circle back to marketing. Specifically, neuromarketing.

What is neuromarketing?
In its most basic form neuromarketing is the application of neuroscience, and …well, marketing! Ok, that was pretty simple to work out, but as the human mind becomes better understood, so does extracting information from it. By making use of the latest technologies, scientists are able to use brain imaging and scanning to measure a response to certain products or advertising elements. And, in some trials the responses measured are not always consciously perceived by the subject! With this in mind, the data captured can be more valuable than that captured using traditional methods.

So, what does this mean for the average consumer? Well this question was asked by Alexander Genevsky, Carolyn Yoon and Brian Knutson who turned to Kickstarter for their study, When Brain Beats Behaviour. The idea of this study was to test if neuromarketing studies on individuals can predict mass behaviour. The methodology of the study was to show 36 crowdfunding requests to 30 subjects, these were asked to decide whether they would fund each project with real money taken from their compensation for taking part.

During this initial selection process the researchers recorded the subject’s brain activity. Afterwards the subjects gave their ratings of each project, how strongly they felt about that opinion and most importantly, if they thought the project would ultimately reach its crowdfunding goal.

Essentially, the subjects that recorded their favourite crowdfunding projects had no impact on predicting the success of said project. On the other hand the recorded data from neuromarketing methods accurately predicted outcomes of the various crowdfunding projects.

This proves that while the general public does follow a ‘gut-instinct’ when it comes to parting with their cash, there are some lessons here for marketers. Let’s be sensible here, we are by no means suggesting that a brain scan of each customer is on the cards, but don’t rely solely on feedback from focus groups in which real people give real opinions in real time.

Follow your gut, listen to feedback and when in doubt…attach highly sensitive nodes to record the brain activity of multiple subjects, easy right?!

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